Meaningful Brands: four local brands in the Belgian top ten.

Boondoggle Havas and Havas Media Network present the Belgian results of the Meaningful Brands research for 2024. The main conclusion is that we’ve evolved from a ‘polycrisis’ (in 2022) towards a ‘permacrisis’.

Hugo Uhr, Head of Intelligence at Havas Media Network, explains: “Despite having lived through a period of uncertainty, 71% of the Belgians state that difficult moments won’t get them down and that they will keep facing up to them. 60% feel optimistic about the future. This remarkable resilience illustrates the consumers’ power to adapt.” 

Just like in the rest of the world, Google holds the number one spot in the Meaningful Brands ranking for Belgium. But the top three is completed by two local brands: Bancontact, which lost its first place, and Itsme. “That brand’s ability to combine technological innovation with practical use, and at the same time answer the growing concerns around data privacy, makes it the pinnacle of Belgian relevance in the digital world”, says Hugo Uhr.

Other local brands in the top 10 are Colruyt (9) and Devos&Lemmens (10)

About Colruyt, the leading brand and symbol of meaningfulness to Belgians for more than a decade, Havas notices its continuing decline in the ranking compared to last year (when it ended fourth). This is mainly due to significant erosion in the south of the country.

In dire times, retail remains extremely meaningful for the Belgians. “Albert Heijn (11) makes a spectacular breakthrough in Flanders and moves up seven places in one year. The ‘small lions’-effect catapults Delhaize from the 27th to the 17th place.”, says Hugo Uhr. He also points out that Aldi (23) and Lidl (28) keep climbing up in the ranking: “When the inflation is high, discounters benefit from their image of reliability and rationality. Their progression in the ranking also proves that they manage to rise above their image of low prices by generating more qualitative and meaningful customerexperiences.”

Among the other local brands, Payconiq is now challenged by competitor Wero and has moved from seventh to thirteenth place.

As a reminder, Meaningful Brands evaluates consumer needs based on three criteria: functional (a brand’s ability to fulfil its essential promises), personal (the impact on the individual well-being, and collective (the positive impact on society and the planet).

Hugo Uhr: “Historically, our research focused mainly on the functional criterion. Over the years, the three criteria grew gradually towards each other, with a more balanced distribution between functional (38%), personal (33%) and collective (29%) as a result. This evolution reflects the rise of a triple demand: consumers no longer want to choose between practical use, well-being and positive impact. Brands that succeed in combining these three elements will become essential.”

Out of the 49 criteria that are part of the evaluation, several trends became evident:

>The importance of price consistency increased by 21%, which reflects a strong need for stability in times of inflation.

> The status emanating from a leader’s position became more crucial (+7%) because consumers look for trustworthy references in an ever-changing world. This emphasis on leadership underlines the importance of consistency and clarity in brands’ messages.

>Personal criteria like control, well-being, inspired energy, and an overall good feeling keep gaining importance, signifying a deep desire to escape the current stress.

Stijn Cox, co-CEO of Havas Belgium and CEO of Boondoggle Havas shares his view: “What truly makes a difference today is a brand’s ability to be useful and inspiring simultaneously while offering clarity, stability and a true feeling of control. Brands perceived as consistent and accessible will grow to become the references. Brands that fulfil the need for meaningful added value faster and more efficiently will be successful. To achieve this, we need a balanced approach, from product development to customer experience and brand enforcement.”Hugues Rey, co-CEO of Havas Belgium and CEO of Havas Media Network Belgium, concludes: “After 12 years of Meaningful Brands research in Belgium, we’ve gained a deep understanding of the relationship between consumers and their brands. This approach, implemented by our creative and media departments, goes beyond merely communicating commercial offers. By sharing brand values and by developing communication efforts based on powerful insights, we rely on and build upon our brands’ functional, personal and collective benefits. This strategy is strengthened by deploying the Havas Converged system, powered by a vast pool of data, agnostic technologies and AI, putting creativity in all its forms at the heart of our actions.” ​